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Optimizing B2B Return on Marketing Investment

3 Key Inputs to Optimize Your Marketing Mix

Achieving the optimal marketing mix is challenging, especially for B2B businesses. Top- and bottom-funnel investments, like brand building, demand generation, and sales enablement, pay off at different rates and in different ways and need to be adjusted based on growth goals. There are three key inputs to optimize your marketing mix:

Best Practices
Understanding how top- and bottom-funnel investments pay off at different rates, and in different ways
Competitive Spend Benchmarks
Competitor spend and resulting revenue impact can help you understand the industry stimulus-response curve
Econometric Time-Series Data
Examining variables overtime, like weekly spend and corresponding return, is key to identifying trends and making intelligent decisions